Vol. 13 No. 2 (2024)
Original Research Article

Examining the impact of wine influencers’ characteristics on consumer attitudes, purchase intention, and actual wine purchase

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  • Senthilkumaran Piramanayagam,
  • Jyothi Mallya,
  • Vageesh Neelavar Kelkar
Senthilkumaran Piramanayagam
Welcomgroup Graduate School of Hotel Administration, Manipal Academy of Higher Education, Manipal
Bio
Jyothi Mallya
Welcomgroup Graduate School of Hotel Administration, Manipal Academy of Higher Education, Manipal
Bio
Vageesh Neelavar Kelkar
Welcomgroup Graduate School of Hotel Administration, Manipal Academy of Higher Education, Manipal
DOI: https://doi.org/10.36253/wep-16030

Published 2024-09-06

Keywords

  • wine influencers,
  • charecteristics,
  • attitude,
  • purchase intention,
  • actual behavior

How to Cite

Piramanayagam, S., Mallya, J., & Kelkar, V. N. (2024). Examining the impact of wine influencers’ characteristics on consumer attitudes, purchase intention, and actual wine purchase. Wine Economics and Policy, 13(2), 25–41. https://doi.org/10.36253/wep-16030

Copyright (c) 2024 Senthilkumaran Piramanayagam, Vageesh Kelkar, Jyothi Mallya

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Abstract

Wine influencers have emerged as one of the crucial elements in shaping consumer perceptions and behaviours. However, the specific characteristics of these influencers that effectively influence consumer attitudes, purchase intentions, and actual buying decisions remain inadequately understood. Therefore, using the Elaboration Likelihood Model, this study examines the impact of wine influencers’ characteristics on consumers’ attitudes, purchase intentions, and actual buying behaviour. A survey of 404 social media users was conducted using a structured questionnaire. The structural equation modelling analysis found that perceived credibility impacts attitudes toward influencers but not recommended brands. However, perceived expertise and trust strongly predict attitudes toward influencers and brands. Congruence has no significant impact. Attitudes toward influencers and brands positively correlate with purchase intention, which, in turn, leads to actual purchases. These insights offer marketers a roadmap for leveraging wine influencers’ characteristics to impact consumer behaviour effectively.

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